PALO ALTO, Calif. – Facebook founder Mark Zuckerberg has publicly announced his new challenge for 2011 -- only eating meat that he has slaughtered with his own bare hands, news.com.au reported Friday.

"I just killed a pig and a goat," he wrote on his private Facebook page earlier this month.

Zuckerberg sets a single new goal for himself every year.

In 2009, he wore a tie every day. Last year, he learned Chinese. Both were fairly innocuous, but his latest campaign has caused some consternation amongst his Facebook fans.

Fortune reported that Zuckerberg was introduced to the practice by Silicon Valley chef Jesse Cool in his home town of Palo Alto, California.

She directed him to some nearby farms and helped him kill a chicken, pig and goat.

"He cut the throat of the goat with a knife, which is the most kind way to do it," Cool told Fortune.

Zuckerberg started his kill-to-eat diet by boiling a live lobster.

His girlfriend Priscilla is also keen consumer and the two recently carved up a chicken together, eating the heart and liver and making stock from the soup.

According to Fortune, he posted a photo of the chicken on his Facebook page and listed all the meals he made from it.

"Every year in recent memory, I've taken on a personal challenge -- something to learn about the world, expand my interests and teach myself greater discipline," he wrote by way of explanation in an e-mail to Fortune.

"This year, my personal challenge is around being thankful for the food I have to eat," Zuckerberg said. "I think many people forget that a living being has to die for you to eat meat, so my goal revolves around not letting myself forget that and being thankful for what I have."